Coffee consumption in Romania to increase 6-7% this year

“The coffee market rose 9.5 percent in 2007 compared to 2006, due to the fact that the percentage of persons drinking coffee more than twice a week rose. The trend is upwards, and for 2008 we estimate a 6-7 percent rise in coffee consumption,” according to a declaration for Business Standard by Pieter Polhuijs, CEO of Strauss International.

Romania’s coffee market is estimated to be worth over €200 million at present, according to market players, who feel this could rise in 2011 by a further €63 mln, while a study by the Euromonitor research company forecasts the total in 2011 to rise to €315 mln.

“As of the end of 2007, Romanians began drinking more than one cup of coffee a day,” added Polhuijs. Another significant change in coffee drinking habits is that consumers are now drinking coffee at gas stations and from vending machines to be found around the country, as well as in coffee shops and restaurants.

Average annual consumption in Romania in 2007 was 2.3 kilograms/per capita, compared to Austria, which drank 4.49 kg/per capita, Germany at 6.64 kg/per capita. Even other regional consumers, such as Hungary, Poland and Bulgaria drink more coffee, with 3.54 kg, 3.04 kg and 3.26 kg, respectively.